The story of Highlights began at LANDR, where Ludo and I used to work.
I was in charge of customer engagement, and Ludo was in charge of front-end development.
At that time, LANDR was signing up thousands of music creators each week.
With so many users signing up to use the free mastering tool, our attention soon turned to conversion.
To upsell the free users, we eventually came up with a solution: a mix of product messaging, email sequences, InApp messages and landing pages. It was very effective, but in spite of all the automation, the process proved difficult to manage.
With hundreds of emails and messages working in conjunction with the product and the customer segmentation, we were spending hours each week analyzing and prioritizing optimization opportunities. The results were worth the trouble, but it always felt like there should be a better way..
Ludo and I both love data, marketing and smart and simple products. We joined forces in January 2018, and after a few twists and turns, we decided to try and find a solution to this very problem.
After a lot of research and experimentation (in Excel, no less), we came up with what would eventually become Highlights…